“阳春白雪”还是“下里巴人”——消费者对文雅和通俗广告语体的态度
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摘要
当下,以古雅诗意的语言为特色的"阳春白雪"型广告语在商业广告中受到青睐。这类广告语较之通俗白话为特色的"下里巴人"型广告语有何优劣势?这种优劣势是否会因品牌类型的不同而不同?其背后的心理机制又是什么?本文基于解释水平理论和匹配性理论,通过三个研究探讨了广告语体(文雅广告vs.通俗广告)对消费者态度的影响。研究一发现,广告语体和品牌类型之间存在交互效应,当高端品牌使用文雅广告、低端品牌使用通俗广告时,能引发更积极的广告态度和品牌态度。其中消费者的匹配性感知起中介作用。研究二、三发现,消费者的文化素养对上述交互关系存在调节作用,消费者文化素养越高,其对广告语体与品牌类型的匹配性感知越强。
According to the construal level theory and fit theory, this paper examines the impact of two types of advertising language on consumers' attitudes through three sets of experiments. The first experiment found that there is an interaction effect between the brand type and advertising language. That is, when the high-end brand uses elegant advertising, or the low-end brand uses popular advertising, consumers' attitudes towards the ad as well as the brand will be better. The consumers' perception of fit plays a mediating role in this model, and consumers' advertising attitudes will further affect their brand attitudes. The second and third experiments found that consumers' literacy has a moderating effect on the aforementioned interaction effect. That is, the higher the consumers' literacy, the stronger fit between the elegant(popular) advertising language and high-end(low-end) brand would they perceive. This study takes a different theoretical approach in order to enhance our understanding of the effects of different styles of advertising language(elegant vs. popular) on both consumers' advertising and brand attitudes.The current research sheds light on the literature on fit theory with the finding that fit perception plays an important role of mediation between advertising language and brand type. In addition, this research extends previous research on consumer literacy, indicating a moderating role in the interaction effect of advertising language and brand type. The study also offers implications to practice. When comes to a decision making on advertising language, it would be better for advertisers to consider both their brand type(high-end or low-end) and consumer literacy. A match between advertising language and brand type, as well as consumer literacy would help consumers to form a better understanding of the product, which in turn induce positive attitudes to both the advertisement and the brand.The article closes with limitations and suggestions for further work.
According to the construal level theory and fit theory, this paper examines the impact of two types of advertising language on consumers' attitudes through three sets of experiments. The first experiment found that there is an interaction effect between the brand type and advertising language. That is, when the high-end brand uses elegant advertising, or the low-end brand uses popular advertising, consumers' attitudes towards the ad as well as the brand will be better. The consumers' perception of fit plays a mediating role in this model, and consumers' advertising attitudes will further affect their brand attitudes. The second and third experiments found that consumers' literacy has a moderating effect on the aforementioned interaction effect. That is, the higher the consumers' literacy, the stronger fit between the elegant(popular) advertising language and high-end(low-end) brand would they perceive. This study takes a different theoretical approach in order to enhance our understanding of the effects of different styles of advertising language(elegant vs. popular) on both consumers' advertising and brand attitudes.The current research sheds light on the literature on fit theory with the finding that fit perception plays an important role of mediation between advertising language and brand type. In addition, this research extends previous research on consumer literacy, indicating a moderating role in the interaction effect of advertising language and brand type. The study also offers implications to practice. When comes to a decision making on advertising language, it would be better for advertisers to consider both their brand type(high-end or low-end) and consumer literacy. A match between advertising language and brand type, as well as consumer literacy would help consumers to form a better understanding of the product, which in turn induce positive attitudes to both the advertisement and the brand.The article closes with limitations and suggestions for further work.
引文
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[2]肖亮.从目的论探讨广告语体的翻译策略.语文学刊:外语教育教学,2014,(5):66-67.
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[4]杨伯全.浅论广告语言的艺术特征.新闻传播,2011,27(7):143.
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[8]李东进,刘建新,张亚佩,郑军.广告信息框架对消费者虚位产品购买意愿的影响——基于感知稀缺性的中介作用.营销科学学报,2015,11(4):30-47.
[9]刘世雄,梁秋平,姜凌.广告语言类型对广告态度之影响研究.深圳大学学报,2012,29(4):137-143.
[10]Chan,K.K.W..Chinese Viewers`Perception of Informative and Emotional Advertising.International Journal of Advertising,1996,15(2):152-166.
[11]郑晓莹,彭泗清.当洋人穿“唐装”,唐人穿“洋装”——消费者对国内外品牌的不同广告诉求的反应.营销科学学报,2012,8(1):1-19.
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[13]Celly,K.S.,Spekman,R.E.,Kamauff,J.W..Technological Uncertainty,Buyer Preferences and Supplier Assurances:An Examination of Pacific Rim Purchasing Arrangements.Journal of International Business Studies,1999,30(2):297-316.
[14]韩经纶,赵军.论品牌定位与品牌延伸的关系.南开管理评论,2004,7(2):46-50.
[15]於力.国内自主汽车品牌(轿车方向)的品牌定位与品牌高端化发展研究及对策分析.经济研究导刊,2010,6(30):195-196.
[16]周颖洁.高端化妆品品牌定位研究——以安利雅姿为例.中山大学硕士论文,2009.
[17]Wand,C.L.,Chen,Z.X..Consumer Ethnocentrism and Attitudes towards Domestic and Foreign Products.European Journal of Marketing,2004,34(9/10):391-400.
[18]Warveni,J..Face Culture on Chinese Consumer Consumption Values toward Global Brands.The Journal of International Management Studies,2010,5(1):183
[19]王凛,吴子燕,周志民.国产品牌何以高端定位?销售与市场:管理版,2017,(3):40-44.
[20]Liberman,N.,Trope,Y..The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory.Journal of Personality&Social Psychology,1998,75(1):5-18.
[21]孙晓玲,张云,吴明证.解释水平理论的研究现状与展望.应用心理学,2007,13(2):181-186.
[22]Trope,Y.,Liberman,N..Construal-level Theory of Psychological Distance.Psychological Review,2010,117(2):440-463.
[23]Fujita,K.,Eyal,T.,Chaiken,S.,Trope,Y.,Liberman,N..Influencing Attitudes toward Near and Distant Objects.Journal of Experimental Social Psychology,2008,44(3):562-572.
[24]Steinhart,Y.,Mazursky,D.,Kamins,M.A..The“Temporalprocessing-fit Effect”:The Interplay between Regulatory State,Temporal Distance,and Construal Levels.Social Cognition,2013,31(3):315-335.
[25]Fleck,N.D.,Quester,P..Birds of a Feather Flock together Definition,Role and Measure of Congruence:An Application to Sponsorship.Psychology&Marketing,2010,24(11):975-1000.
[26]Maille,V.,Fleck,N..Perceived Congruence:Towards a Clarification of the Concept,Its Formation and Its Measure.Recherche et Applications en Marketing,2011,26(2):77-111.
[27]Batra,R.,Homer,P.M..The Situational Impact of Brand Image Beliefs.Journal of Consumer Psychology,2004,14(3):318-330.
[28]Erdogan,B.Z.,Baker,M.J..Towards a Practitioner-based Model of Selecting Celebrity Endorsers.International Journal of Advertising,2000,19(1):25-42.
[29]Kahle,L.,Homer,P.M..Physical Attractiveness of the Celebrity Endorser:A Social Adaptation Perspective.Journal of Consumer Research,1985,11(4):954-961.
[30]Kamins,M.A..Celebrity and Noncelebrity Advertising in a Two-sided Context.Journal of Advertising Research,1970,29(3):34-42.
[31]Kamins,M.A..An Investigation into the Match-up Hypothesis in Celebrity Advertising:When Beauty May Be Only Skin Deep.Journal of Advertising,1990,19(1):4-13.
[32]Lynch,J.,Schuler,D..The Matchup Effect of Spokesperson and Product Congruency:A Schema Theory Interpretation.Psychology&Marketing,1994,11(5):417-445.
[33]Misra,S.,Beatty,S.E..Celebrity Spokesperson and Brand Congruence:An Assessment of Recall and Affect.Journal of Business Research,1990,21(2):159-173.
[34]Till,B.D.,Busler,M..The Match-up Hypothesis:Physical Attractiveness,Expertise,and the Role of Fit on Brand Attitude,Purchase Intent and Brand Beliefs.Journal of Advertising,2000,29(3):1-13.
[35]黎光明,王幸君,蒋欢,梁正妍.广告诉求方式与品牌偏好匹配效应的实验研究.心理研究,2015,8(6):60-65.
[36]江红艳,王海忠,何云,朱力.公司形象和产品属性超越的协同效应:基于刻板印象内容模型.心理学报,2016,48(1):95-105.
[37]Alba,J.W.,Hutchinson,J.W..Dimensions of Consumer Expertise.Journal of Consumer Research,1987,13(4):411-454.
[38]Park,C.W.,Milberg,S.,Lawson R..Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency.Journal of Consumer Research,1991,18(2):185-193.
[39]Keller,K.L..Conceptualizing,Measuring and Managing Customer Based Brand Equity.Journal of Marketing,1993,57(1):1-22.
[40]Keller,K.L..Strategic Brand Management.New Jersey:Prentice Hall,1998.
[41]Dawar,N.,Lei,J..Brand Crises:The Role of Brand Familiarity and Crisis Relevance in Determining the Impact on Brand Evaluations.Journal of Business Research,2009,62(4):509-516.
[42]Gillespie,B.,Joireman,J.,Muehling,D.D..The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle Versus Blatant Product Placements in Television Programs.Journal of Advertising,2012,41(2):55-66.
[43]Mitchell,A.A.,Olson,J.C..Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?Journal of Marketing Research,1981,18(3):318-332.
[44]Zhao,X.,Lynch,J.G.,Chen,Q..Reconsidering Baron and Kenny:Myths and Truths about Mediation Analysis.Journal of Consumer Research,2010,37(2):197-206.
[45]Preacher,K.J.,Hayes,A.F..SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models.Behavior Research Methods,Instruments,and Computers,2004,36(4):717-731.
[46]Hayes,A.F..An Introduction to Mediation,Moderation,and Conditional Process Analysis:A Regression-based Approach.New York:Guilford Press,2013.
[47]陈静宇,方集,邓之宏.基于联想网络模型的品牌定位测评体系构造及实证分析.南开管理评论,2005,8(2):23-26.
[48]Jae,H.,DelVecchio,D.S.,Childers,T.L..Are Low-literate and High-literate Consumers Different?Applying ResourceMatching Theory to Ad Processing Across Literacy Levels.Journal of Consumer Psychology,2011,21(3):312-323.
[49]Viswanathan,M.,Torelli,C.J.,Xia,L.,Gau,R..Understanding the Influence of Literacy on Consumer Memory:The Role of Pictorial Elements.Journal of Consumer Psychology,2009,19(3):389-402.
[50]Vaugn,R..How Advertising Works:A Planning Model Revisited.Journal of Advertising Research,1986,26(1):57-66..
[2]肖亮.从目的论探讨广告语体的翻译策略.语文学刊:外语教育教学,2014,(5):66-67.
[3]刘世雄,刘雁妮,周志民.广告语言形象的概念化、测量与有效性.营销科学学报,2014,10(1):112-125.
[4]杨伯全.浅论广告语言的艺术特征.新闻传播,2011,27(7):143.
[5]Alcántara-Pilar,J.M.,Barrio-García,S.D.,Porcu,L..A Crosscultural Analysis of the Effect of Language on Perceived Risk Online.Computers in Human Behavior,2013,29(3):596-603.
[6]Morales,A.C.,Scott,M.L.,Yorkston,E.A..The Role of Accent Standardness in Message Preference and Recall.Journal of Advertising,2012,41(1):33-46.
[7]Hermann,P.W..The Effect of Dialect on the Persuasiveness of a Radio Advertisement.University of Huston,1978:125.
[8]李东进,刘建新,张亚佩,郑军.广告信息框架对消费者虚位产品购买意愿的影响——基于感知稀缺性的中介作用.营销科学学报,2015,11(4):30-47.
[9]刘世雄,梁秋平,姜凌.广告语言类型对广告态度之影响研究.深圳大学学报,2012,29(4):137-143.
[10]Chan,K.K.W..Chinese Viewers`Perception of Informative and Emotional Advertising.International Journal of Advertising,1996,15(2):152-166.
[11]郑晓莹,彭泗清.当洋人穿“唐装”,唐人穿“洋装”——消费者对国内外品牌的不同广告诉求的反应.营销科学学报,2012,8(1):1-19.
[12]Kotler,P.,Keller,K.L..Marketing Management.(2th.Ed.).Lebanon:Prentice Hall.2006.
[13]Celly,K.S.,Spekman,R.E.,Kamauff,J.W..Technological Uncertainty,Buyer Preferences and Supplier Assurances:An Examination of Pacific Rim Purchasing Arrangements.Journal of International Business Studies,1999,30(2):297-316.
[14]韩经纶,赵军.论品牌定位与品牌延伸的关系.南开管理评论,2004,7(2):46-50.
[15]於力.国内自主汽车品牌(轿车方向)的品牌定位与品牌高端化发展研究及对策分析.经济研究导刊,2010,6(30):195-196.
[16]周颖洁.高端化妆品品牌定位研究——以安利雅姿为例.中山大学硕士论文,2009.
[17]Wand,C.L.,Chen,Z.X..Consumer Ethnocentrism and Attitudes towards Domestic and Foreign Products.European Journal of Marketing,2004,34(9/10):391-400.
[18]Warveni,J..Face Culture on Chinese Consumer Consumption Values toward Global Brands.The Journal of International Management Studies,2010,5(1):183
[19]王凛,吴子燕,周志民.国产品牌何以高端定位?销售与市场:管理版,2017,(3):40-44.
[20]Liberman,N.,Trope,Y..The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory.Journal of Personality&Social Psychology,1998,75(1):5-18.
[21]孙晓玲,张云,吴明证.解释水平理论的研究现状与展望.应用心理学,2007,13(2):181-186.
[22]Trope,Y.,Liberman,N..Construal-level Theory of Psychological Distance.Psychological Review,2010,117(2):440-463.
[23]Fujita,K.,Eyal,T.,Chaiken,S.,Trope,Y.,Liberman,N..Influencing Attitudes toward Near and Distant Objects.Journal of Experimental Social Psychology,2008,44(3):562-572.
[24]Steinhart,Y.,Mazursky,D.,Kamins,M.A..The“Temporalprocessing-fit Effect”:The Interplay between Regulatory State,Temporal Distance,and Construal Levels.Social Cognition,2013,31(3):315-335.
[25]Fleck,N.D.,Quester,P..Birds of a Feather Flock together Definition,Role and Measure of Congruence:An Application to Sponsorship.Psychology&Marketing,2010,24(11):975-1000.
[26]Maille,V.,Fleck,N..Perceived Congruence:Towards a Clarification of the Concept,Its Formation and Its Measure.Recherche et Applications en Marketing,2011,26(2):77-111.
[27]Batra,R.,Homer,P.M..The Situational Impact of Brand Image Beliefs.Journal of Consumer Psychology,2004,14(3):318-330.
[28]Erdogan,B.Z.,Baker,M.J..Towards a Practitioner-based Model of Selecting Celebrity Endorsers.International Journal of Advertising,2000,19(1):25-42.
[29]Kahle,L.,Homer,P.M..Physical Attractiveness of the Celebrity Endorser:A Social Adaptation Perspective.Journal of Consumer Research,1985,11(4):954-961.
[30]Kamins,M.A..Celebrity and Noncelebrity Advertising in a Two-sided Context.Journal of Advertising Research,1970,29(3):34-42.
[31]Kamins,M.A..An Investigation into the Match-up Hypothesis in Celebrity Advertising:When Beauty May Be Only Skin Deep.Journal of Advertising,1990,19(1):4-13.
[32]Lynch,J.,Schuler,D..The Matchup Effect of Spokesperson and Product Congruency:A Schema Theory Interpretation.Psychology&Marketing,1994,11(5):417-445.
[33]Misra,S.,Beatty,S.E..Celebrity Spokesperson and Brand Congruence:An Assessment of Recall and Affect.Journal of Business Research,1990,21(2):159-173.
[34]Till,B.D.,Busler,M..The Match-up Hypothesis:Physical Attractiveness,Expertise,and the Role of Fit on Brand Attitude,Purchase Intent and Brand Beliefs.Journal of Advertising,2000,29(3):1-13.
[35]黎光明,王幸君,蒋欢,梁正妍.广告诉求方式与品牌偏好匹配效应的实验研究.心理研究,2015,8(6):60-65.
[36]江红艳,王海忠,何云,朱力.公司形象和产品属性超越的协同效应:基于刻板印象内容模型.心理学报,2016,48(1):95-105.
[37]Alba,J.W.,Hutchinson,J.W..Dimensions of Consumer Expertise.Journal of Consumer Research,1987,13(4):411-454.
[38]Park,C.W.,Milberg,S.,Lawson R..Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency.Journal of Consumer Research,1991,18(2):185-193.
[39]Keller,K.L..Conceptualizing,Measuring and Managing Customer Based Brand Equity.Journal of Marketing,1993,57(1):1-22.
[40]Keller,K.L..Strategic Brand Management.New Jersey:Prentice Hall,1998.
[41]Dawar,N.,Lei,J..Brand Crises:The Role of Brand Familiarity and Crisis Relevance in Determining the Impact on Brand Evaluations.Journal of Business Research,2009,62(4):509-516.
[42]Gillespie,B.,Joireman,J.,Muehling,D.D..The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle Versus Blatant Product Placements in Television Programs.Journal of Advertising,2012,41(2):55-66.
[43]Mitchell,A.A.,Olson,J.C..Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?Journal of Marketing Research,1981,18(3):318-332.
[44]Zhao,X.,Lynch,J.G.,Chen,Q..Reconsidering Baron and Kenny:Myths and Truths about Mediation Analysis.Journal of Consumer Research,2010,37(2):197-206.
[45]Preacher,K.J.,Hayes,A.F..SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models.Behavior Research Methods,Instruments,and Computers,2004,36(4):717-731.
[46]Hayes,A.F..An Introduction to Mediation,Moderation,and Conditional Process Analysis:A Regression-based Approach.New York:Guilford Press,2013.
[47]陈静宇,方集,邓之宏.基于联想网络模型的品牌定位测评体系构造及实证分析.南开管理评论,2005,8(2):23-26.
[48]Jae,H.,DelVecchio,D.S.,Childers,T.L..Are Low-literate and High-literate Consumers Different?Applying ResourceMatching Theory to Ad Processing Across Literacy Levels.Journal of Consumer Psychology,2011,21(3):312-323.
[49]Viswanathan,M.,Torelli,C.J.,Xia,L.,Gau,R..Understanding the Influence of Literacy on Consumer Memory:The Role of Pictorial Elements.Journal of Consumer Psychology,2009,19(3):389-402.
[50]Vaugn,R..How Advertising Works:A Planning Model Revisited.Journal of Advertising Research,1986,26(1):57-66..
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